Integrated Hospitality Marketing Communications

This report discusses the current marketing communication situation and channels of the resort, communication objectives, and strategies to attain goals. It focuses on Compass Group Plc, the largest contract food service organisation in the world. The report covers the strengths, weaknesses, opportunities, and threats of the organisation, along with the marketing communication channels they use. It also includes a detailed marketing communication plan with SMART objectives. The report concludes with recommendations for enhancing the integrated marketing communications plan.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Current marketing communications situation and channels of the resort.............................3
M1. Review how marketing communication channels are combined within a range of
hospitality companies to add value and increase resources making utilization of the relevant
marketing models........................................................................................................................5
D1. Justifications about marketing channels add value using certain hospitality organisational
examples......................................................................................................................................5
TASK 2............................................................................................................................................5
P2. Communication objectives and justifications for the selection and combination of
communication channels. ...........................................................................................................5
M2. Examine the application of communication objectives in context with marketing
communication mix and the objectives of hospitality organisation............................................7
D2. Produce detailed and valid marketing communication plan that has strategies and
SMART objectives to meet the overall objectives of business...................................................7
TASK 3............................................................................................................................................7
P3. Design and make content suitable to the channel as well as objectives of communication. 7
M3 & D3. Ascertain the communication strategies that can be exploited to help attain these
goals............................................................................................................................................8
TASK 4............................................................................................................................................9
P4. Critique an integrated marketing communication plan in context to the communication
strategy, channel choice and creative content.............................................................................9
M4. Review the success of the monitoring and influence of the integrated marketing
communication plan..................................................................................................................10
D4. Recommendations for enhancing the integrated marketing communications plan............10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals:..................................................................................................................12
INTRODUCTION

The hospitality industry is vast in nature as it involves wide range of category of areas
within their service sector that contains food and drink services, lodging, event planning, travel
and tourism, together with theme parks. It is comprised with all kinds of hotels, bars, restaurants
and tourism agencies. The main goal of the hospitality sector is to give enjoyable experiences to
their customers. This enjoyment can be come from eating a good meal, receiving a good night
stay, relaxing and luxurious spa or massage and many more (Butkouskaya, Llonch-Andreu and
Alarcón-Del-Amo, 2021). The following report will be based upon Compass Group Plc which is
the largest contract food service organisation in all over the world. It is a British multinational
contract food service organisation with headquarters in Chertsey, United Kingdom. It provides
meals in many locations such as factories, offices, hospitals, universities, school, cultural venues
and major sports, mining camps, offshore oil platforms and correctional facilities. In the
following report, the exiting marketing situation, along with channels of the resort will be
evaluated. This will also identify the channels, tools and methods of marketing. It will also deign
communication objectives, along with justifications for the selection and combination of
communication channels. Later, this report will also design and make content suitable to the
communication channel and objectives (Capriello and Riboldazzi, 2019). In the end, an
integrated marketing communication plan will be examined in context to the communication
strategy, creative content and channel choice.
TASK 1
P1. Current marketing communications situation and channels of the resort.
Marketing communication can be understood as the messages or content which
hospitality organisational marketers exploit to communicate with potential markets. It is
identified that there are many marketing communications such as sponsorships, traditional
marketing, social media marketing as well as presentation through the marketers can enhance
their brand image among target masses. In addition to Compass Group, marketing
communication situation is where they operate their business at large scale in UK while attaining
massive customer base with an intent to generate profit as well as combat losses which they
suffered at the times of crucial situation such as Covid-19 (Chakraborty and et.al., 2022).
Moreover, there is a stiff competition due to the changing tastes of customers, market trends as
well as environment. Hence, the chosen organisation invest significant amount of money in their

marketing activities as they exploit social media channels, holdings, traditional marketing and so
on to promote their products and services to add value to their target masses. There are multiple
factors which influence the marketing and its operations of Compass Group, for such purpose,
the management use SWOT analysis tool to ascertain whether they are performing well or not.
Further discussion is done below:
Strengths
 Positive brand image.
 Employed talent staff members.
 Loyal customers.
Weaknesses
 Poor international presence.
 Fail to maintain proper hygiene system.
Opportunities
 Exploring new potential markets.
 Employ modern tools and techniques.
Threats
 Pricing strategies of other leading
players.
 Fluctuating marketing trends.
In relation with Compass Group, there are many marketing communication channels
available to the marketers in order use for the improvement of brand image and attaining new
customers for the business. These are as follows: Direct marketing: It is regarded as the most effective channel of marketing to target the
potential customers for the organisation (Gowreesunkar, Séraphin and Morrison, 2018).
Marketers usually exploit this channel of communication to target the loyal customers by
offering special discounts and coupons, or provide special offers so that they can attract
towards brand and enhance their experience. Social media marketing: It is the most common and trending method of communicating
messages to the target customers. In this digitalised world, most of the big companies
utilise various social media platforms such as Instagram, Twitter, YouTube and many
more to reach their customers with minimal time. This is also cost-effective in nature and
simple to use as promotional tool through which marketers can promote their goods and
services in the global marketplace in less cost, together with reduced expenditure.
 Advertising: Professionals exploit this method as a marketing communication channel
and invest their valuable time and money to promote their hospitality services on TV,

newspapers, radio, holdings, YouTube and many more. It is little expensive in nature but
effective though to reach target customer base. There is a requirement of making contraxt
with advertising agency to run advertisement about their brand on several platforms
effectively to boost shares of market.
M1. Review how marketing communication channels are combined within a range of hospitality
companies to add value and increase resources making utilization of the relevant marketing
models.
It has been critically reviewed that Compass Group has a combination of different
marketing communication channels in their business which advances their brand image and
boost their resources as well. Marketers in the respective food service organisation mainly
focuses on the social media marketing which benefits them to reach their target customers with
minimum time and costs. This helps in saving their financial resources while reaching global
customers in less time. Other channels are also effective to use but not giving worth as social
media marketing provides.
D1. Justifications about marketing channels add value using certain hospitality organisational
examples.
The objectives of marketing communication highly concentrates on the customer’s
attitudes and behaviours towards their brand and its services, involving credibility or customer
experience and satisfaction (Huang, 2020). Hence, the social media marketing communication
channel refer as the most significant tool to increase the brand awareness, customer base while
reducing costs. Moreover, it supports in defining their objectives of marketing communication.
TASK 2
P2. Communication objectives and justifications for the selection and combination of
communication channels.
Effective communication is vital in order to operate business organisation in an effective
manner as well as to accomplish marketing goals in certain time period. There are several
objectives of marketing communication through which the hospitality organisation aims to
communicate message with the appropriate marketing tools or platform. Communication is
necessary in order to deliver the message or information of the organisation to the right audience.

It will also support in indulging better customer satisfaction. In context to Compass Group, the
following is the communication objectives of the organisation: Enhance awareness of business: There are many communication strategies which are
utilised by the chosen organisation for the aim of improving brand awareness in the
potential market. Effective communication helps in attracting the new consumers as well
as retaining current customers about the goods and services offered by the company that
ultimately improve the business sales (Lei, and et.al., 2020). The chosen organisation is
mainly focus on the social media tools to increase their brand awareness among target
masses. Providing and getting information: The key goal of every communication is to give all
information and message related to the goods and services that assist customers to make
purchases from the brand. While, the selected hospitality organisation also tend to receive
information through various communication channels in order to understand their
customer’s expectations and requirements. Moreover, the business organization publish
many content on the communication platforms to increase their loyal customer base and
to be differentiated in the target market.
 Persuading customers: When communication is effective, then it gives organisation to
persuade customers to make purchases from the brand and increase demand for the
services in the potential market (Liu and Dong, 2021). This is the aim of communication
to create actual purchase through stimulating customers.
The marketers of Compass Group can exploit social media marketing as their
communication tool to attain their objectives while increasing brand awareness throughout the
world. With the use of effective and suitable marketing content which involves information
about their brand, its goods and services, offers, prices and many more can help in increasing
their customer base (Loonam and et.al., 2018). Additionally, they can invite influencers and
bloggers to promote their brand in the most effective way.
Justifications: Social media marketing supports the marketers to reach their target
masses in less time and save many resources of the hospitality organisation. Also, as every
person is now using all the social media tools and are active on such can help in getting the
information and attract towards the same.

M2. Examine the application of communication objectives in context with marketing
communication mix and the objectives of hospitality organisation.
It is examined that communication objectives is important for the hospitality business to
covey and communicate the right message and information to the target customers.
Understanding the aim of marketing communication will help in choosing the rights channels of
communication, involving social medial marketing, advertising, direct marketing and many
more. Effective strategy of the business will generally employ two marketing tools to boost their
effectiveness and add value to the customers which improves their experience and enjoyment at
the same time (McCartney and McCartney, 2020). Therefore, exploiting these tools, marketers
can fit into the marketing communication objectives which supports in accomplish their overall
goals of business such as improving marketing share and profitability.
D2. Produce detailed and valid marketing communication plan that has strategies and SMART
objectives to meet the overall objectives of business.
Marketing communication plan:
It involves many marketing tools, along with channels such as social media, online
marketing by creating their official website to increase brand awareness and to promote goods
and services all around the world to meet their overall business goals. With the help of SMART
objectives, the chosen company can make suitable marketing communication plan to meet their
aims effectively. In addition to Compass Group, it is as follows: Specific: To boost market share and loyal customer base. Measurable: It is measurable by comparing the amount of customers of present month
with last month. Actionable: With the help of online marketing tool and social media, the company is
able to promote their brand, along with its goods and services.
 Relevance: This is relevant to increase brand awareness and profitability for the growth.
 Time-bound: Within three to four months.
TASK 3
P3. Design and make content suitable to the channel as well as objectives of communication.
The marketers of Compass Group create and design an effective marketing content or the
information by changing their marketing mix to attain communication objectives.

Create effective content: In addition with Compass Group, for the digital marketing, the
company design and create effective content such as simple, but attractive language, pictures,
shapes and colours to elaborate their activities in detail (Porcu, and et.al., 2019). For the content
marketing, the company can create videos, collage and GIFs in an innovative manner by
exploiting transactions which comprise all sections of the catering business.
Cover all details: As they make video of how their employees conduct their practices by
use of masks, sanitisers, maintain decorum of the business, how they prepare dishes and how
they pack and deliver and many more which helps in boosting customer experience and develop
safe environment as well.
Modify logo: As the organisation can change their logo by utilising colours, 3D
technology, font, symbol and many more which helps in making attractive for their marketing
channels. In addition to social media marketing channel, the company can also add extra pictures
of their consumers on their multiple accounts on social media which develop excitement among
masses to use their catering services.
Modify tag lines: It is important that the content must be clear, contains full information
which explains about their food services, food taste, sustainable operations, positive feedback
and review of customer and many more (Rather, 2020). The respective organisation can also
change their tag line by exploiting single line with suitable phrases and words which assist the
business to compete with its key competitors and encourage individuals to experience which
leads to enhance brand value and customer base of Compass Group.
M3 & D3. Ascertain the communication strategies that can be exploited to help attain these
goals.
The strategies of communication determine the content should be effective in nature and
marketers exploit social media marketing channels to accomplish their organisational aims.
There are three elements involve in the communication strategies such as message, target, along
with medium. In addition to Compass Group, these are explained below: The Message: Marketers of the chosen company can exploit information for their social
media profiles such as clear picture, comments of the customers, meaning of full video
and so on which communicates clear message to viewers about their brand to fit into the
objectives.

 The Target: Also, the organisation must set their target masses in a clear manner such as
customers who are willing to pay money for their services, who need food catering
services such as mainly school and universities students or even people who have no time
prepare their food and many more.
 The Medium: The company can use different marketing channels such as email
marketing, digital marketing and so on, to communicate their message about their
services, discounts, offers, innovation and many more to convince their consumers to use
their food services (Šerić, Ozretić-Došen, and Škare, 2020). It also supports in gaining
competitive benefits over competitors to enhance their resources.
TASK 4
P4. Critique an integrated marketing communication plan in context to the communication
strategy, channel choice and creative content.
Integrated marketing communication plan of Compass Group is presented above which
shows how marketers promotes their brand and food catering services to the targeted masses in
target market by making effective communication strategy, choice of channel and creative
content. These are explained further: Communication strategy: In context of Compass Group, the marketing experts create
communication strategy to promote their goods and services in the target place in which
they elaborate the business objectives and how they attain and why it is essential for the
growth of business and so forth. As the organisation make tactic to reach their target mass
without conducting research about market situation or current trends which involves
merits and demerits too (Singh and Dhankhar, 2020). It supports in attracting target mass
in comparison with before which increases revenue, while the demerit is that it can lead
in increase in time-consuming and costs which hinder their productivity. Channel choice: In marketing communication plan, the company mainly focuses on the
social media marketing and content marketing to convey message to the big pool of
customers. This supports in reaching their targetted audience with minimum costs which
enhances their brand image, limited costs of marketing activities, market share and so on.
But, it consumes time to search about designer and influencer who can design and make

their content, profile and website which delay their promotional activities to attain their
organisational aims.
 Creative content: In context with respective organisation, experts make their best efforts
to create attractive content for the marketing to meet their pre-decided goals and aims. It
has been critically assessed that there is some positive as well as negative aspects of their
content which impact their organisational activities. As they make alterations in their
logo, prospectus and tag line which supports them to drive the attention to public and
accomplish the winning of their new innovation to boost their brand value (Yi and Jai,
2020). While, it also impact the company's budget as they require to employ experts who
have complete knowledge about advanced technology to make their logo in an effective
way. On the same hand, it also rise the printing cost of new logo, making tag line and
cover page, along with this, giving training to their experts to exploit digital technology
in marketing.
M4. Review the success of the monitoring and influence of the integrated marketing
communication plan.
In respect of Compass Group, it is reviewed that for the evaluation of marketing
communication plan, the organization exploit different tools such as benchmarking or KPI
techniques in order to make correction at their time of working on the communication plan. As
the organisation exploit KPI in business to track the success of digital marketing, they can add
correction if something goes wrong or inaccurate so that the effectiveness do not negatively
affected. It involves number of viewers, comments on their post, screen flow, likes on the
website as well as number of followers. It is critically examined that the organisation attain
success after executing the marketing communication plan as they make corrections at the time
working which leads to boost loyal customer base. While, in some key areas they also faces
complications such as issues raised among different stakeholders in the respect of channels
utilised in the marketing. Because of the deficiency in the digital skills, they conduct several
mistakes that affected the success and growth. Therefore, all such measurement tools can support
the hospitality business firm to track the results of marketing communication.
D4. Recommendations for enhancing the integrated marketing communications plan.
The recommendation is that marketers and promoters of the Compass Group should
conduct proper research about their prospective customers, market trends and market

fluctuations, together with market conditions so that they can understand what they need to
create and communicate to attract the audience to use their food services (Zhang and et.al.,
2018). Training is also important for the staff members about the use of advanced tools and
techniques in their business. The chosen organisation can make effective use of bloggers,
influencers to convey the message about the brand and its food services.
CONCLUSION
It has been concluded that marketing communication is consisted with different tools and
channels such as social media marketing, direct marketing, advertisement and many more to
meet the communication goals of the business. The objectives of marketing communication
involves improved brand image, increased customer based and so on. It is essential to have right
knowledge about the tools so that the message can be easily communicated to the right audience
and at right time.

REFERENCES
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